Concept-‐testing research Findings for CP Tulizana Campaign Phase 2
Presentation by: JHU Research 9th Nov 2012
Contents • Background • Research goals • Methodology • Research ques6ons • Concepts • Findings
– Tulizana campaign name – Radio concepts – Concept selec6on – Matrix ranking of concepts – Visuals feedback
• Conclusion
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Background to the study • TCCP is developing CP Tuko Wangapi Phase 2 campaign that facilitates solu6ons on how to get out of concurrency.
• In order to develop materials for this campaign some concepts were developed to guide the materials development and tested by focus audience.
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Research Goals
• To test several radio concepts, and posters that will inform the development of a branded mass media campaign to address CP Tuko Wangapi Tulizana Phase 2
• To learn if the concepts: – Model ways to reduce number of partners/maintain one partner
– Depict friends helping friends come out of concurrency
– Model couple posi6ve behavior (internally) – Show consequences of concurrency, nega6ve/posi6ve 11/2/15 4
Methodology • Qualitative research • Total of 4 FGD : 10 per group • Total of participants: 40 participants • Time for each FGD: approximately 2 hours and 30 minutes • Places: Bagamoyo urban • Educa&on level: form IV and above • Field work dates: 8th Nov 2012
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FGD$ $ AGE$ SES$ Marital$Status$F$ M$ $ $ $1$ 1$ 18225$ Moderate$ Mixed$1$ 1$ 26235$ Moderate$ Mixed$$ $ $ $ $$
Sample Characteris&cs
Research ques6ons • Part 1: Radio concept tes&ng 4 key research ques6ons were explored
– Understanding – Clarity – Call to ac6on – Correla6on with concept/phrase
• Part 2: Posters/ Billboards 4 key research ques6ons were explored
– Have you seen the visual before? Where? – When you see the visual what comes to your mind/ – What other visuals can replace? – Which concept does this visual relate to
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Concepts
4 Concepts. • Jilinde uwe na maisha marefu (look aYer yourself and live
longer) : Radio spot-‐ Tulia • Thubutu kuwa tofau6 (Dare to be different): Radio spot-‐
Veterans • Fanya kwa ajili yao/yake/yako (Do it for them/her/him): Radio
spot-‐ BA & BM. • Nita….(I will): Radio spot –Boda boda.
Understanding of Tulizana • Well understood • To be with one partner or stop at all • Not having more than one • Being faithful • Stop “ukicheche” • Don’t make uninformed decisions, seele, be informed and make decision
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Own words
• Have one faithful partner • Seele with one person • Have one sexual partner, go and test and seele down
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Radio concept: Tulia
Understanding
• The woman had dared to leave the man so that she can live longer(Men: )
• Ready to sacrifice all valuable things for your health
• Careful with her health and ready to sacrifice(Women: )
• The man is just like a Fataki and not sa&sfied (tamaa mbaya)
Clarity
• Mostly well understood
• No problems • There is “dare” component
• Alterna&vely: “Jiulize jilinde uwe na maisha marefu”.
Call for ac&on
• Lets be ready to take difficult decisions
• Lets be careful with the Fataki men
• A good role model (girl)
• Lets be protec&ve to our own life (health) so that we can live longer
• Value yourself • Be sa&sfied and avoid network
Correla&on with Tulizana/phrase
• It is taking us a step ahead from understanding the network to ac&on(Women: 26-‐35F: )
• relate, the woman has gone a step to se\ling down(Men: )
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Radio concept: Veterans
Understanding
• Kimbo is different from others. He overcomes peer pressure. Kimbo a good image of the society (18-‐25 M)
• Most of people in the community are chea&ng and have CP but Kimbo has shown some difference (18-‐25F)
• Kimbo is loving and caring to his family and he is faithful and has his values (26-‐35F)
• He has made other look promiscuous (wahuni) (26-‐35M)
Clarity
• “Demu” does not necessarily mean other sexual partner, some of them mean main sexual partner so may not be clear to some people(Male)
• “Thubutu”, in some places means don’t act, mostly used as a warning in Swahili. Alterna&vely: badilika kufanya kitu fulani (Male)
• Not sure if Kimbo went with the rest of the crew or remained Dirishani?? Ndani au nje (Female)
Call for ac&on
• Be aware of peer pressure and avoid those behavior which are destruc&ve(Male &Female)
• To be different from others by daring to go with your partner to good places like bar, soccer places etc(Male)
Correla&on with Tulizana/phrase
• Highly correlated • Kimbo decided to se\le with his wife
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Radio concept: BA &BM
Understanding
• All: Understood that are two different families
• Most of the things do happen in the community. The first women was harsh on her husband and ended up in quarrel(Men: )
• The man may be tempted to go out (second family) as there is no peace when he goes home(Women: )
• : Due to bad reac&on from the man the women may be tempted to revenge. So need to make peace at home(Women)
• Men should communicate in case they are late
Clarity
• There is no clear transi&on between families(Men (18-‐25): )
• May need to add: Familia ya Bwana Juma alipochelewa kurudi” and then “Bwana Heri pia naye alichelewa”
• But for most they said it was clear
Call for ac&on
• Let the couples communicate and solve problems in a peaceful way(Men:)
• Lets be humble and think before we act and should not act harshly
• We should be tolerant in our families
• Outside community encouraged to behave like the second family
• Men are advised to be good listeners and that men are advised to go back home so that they can avoid tempta&ons
Correla&on with Tulizana/phrase
• Relate: when you do or you are there for your spouse then there will be no need to go out, rather you will se\le down.(Men: )
• If you are not se\led like in the first family that will make people to go out.
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Radio concept: Boda-‐boda
Understanding
• Driver is very commi\ed with his du&es and girl not se\led(All: )
• The man has se\led down. High level of stand/confidence in bodaboda driver
• Accidents an&cipated by the driver which could be physical accident and/or that if he decided to sleep with a girl he could get infec&on (another form of accident). (Men 18-‐25: )
Clarity
• It was very clear • It is more of daring, looks like the first spot
• The phrase: “walionena wamenena”: needs to be clarified
• The phrase “tumeshaelewana” not clear where is it coming from.(Men 26-‐35: )
• Add: D: Nipo kikazi zaidi acha kujirahisisha, G: Wewe mshamba tu wa mapenzi, wangapi wanatongoza wanaume”
Call for ac&on
• Lets not be fooled • Lets avoid networks • Lets not make ourselves cheap
• Lets not use advantages of posi&ons that we hold (vyeo vyetu).(Men: )
• It will help other girls not to do the same as the girls may be refused
Correla&on with Tulizana/phrase
• Highly correlated with main topic Tulizana.
• More related with daring (Men 26-‐35: )
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Conclusion • Concept statements
– dare to be different was considered to cut across all, and best phrased as “ badilika” in Swahili.
• Radio spots – All radio spots were understood and conveyed/addressed the
“Tulizana” theme – Boda-‐Boda Radio Spots was the most liked and Tulia was the second in
ranking
• Posters/billboards – most liked was Bodaboda (some improvements needed) – Some spots need some improvements as recommended – “Utapenda wangapi, nenda kwa mkeo” not understood at all and
needs redesigning
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